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Marketing Resource Center |
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Business to Business Direct Mail Offers that Say Free
In direct mail, the offer is the incentive or reward that you dangle in front of your prospects to motivate them to respond to your mailing, either with an order or with a request for more information. Offers follow a "you do this and we'll do that" format. For example: "Place your order before June 3 and we'll reduce your price by 40%" or "Phone now and we'll send you a free demo CD." Here are some examples of offers that businesses use to sell their products and services to other businesses using direct mail. Each of these offers gives the prospect something for free. "Free" is still a word that increases response, though it is not as effective as it once was because readers are more sceptical and because spam filters often delete emails that contain the word (that's why I've disguised "free" throughout this message). 1. Free trial Pros: Increases response because it eliminates the buyer's fear of ordering by mail what may prove to be unsatisfactory merchandise. Cons: Increases cost of processing orders. Hampers cash flow. 2. Free gift for inquiry Pros: Effective at increasing inquiries. Cons: Respondents are usually less qualified, since some will just want your gift, not what you're selling. 3. Free information Pros: Effective when your product is either complex or expensive, or both, and what you want is a sales lead, not an immediate sale. Also useful when you sell more than one thing. Cons: Adds to your lead generation costs. Some people collect information but never buy. 4. Free demonstration Pros: An effective way to secure meetings with prospects. Overcomes fears and objections (assuming your product is good). Gives you opportunity to answer customer questions in person. Cons: Expensive when it involves a sales visit. 5. Free analysis Pros: Attractive because it gives prospects value and helps them see how you operate. Helps you qualify prospects. Cons: Expensive when it involves a visit to the prospect's business. Time-consuming. 6. Free estimate Pros: Helps you generate leads. You get a chance to meet face-to-face with prospects, if necessary. Cons: Time-consuming. Some prospects will just be shopping for best price. Others will be checking to see if they got a good deal from your competitor. Expensive when it involves a face-to-face meeting. Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.
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